The insights and trends in this report are based on proprietary deterministic data from Samsung TVs and were collected using Samsung Ads ACR (Automatic Content Recognition) technology. Gaming TVs are those Samsung TVs to which a game console has been connected. The numbers describe the behavior of Samsung TV users in Germany, Great Britain, France, Italy and Spain.
It shows that the number of Samsung Smart TVs used for gaming in the five EU countries increased from 4.8 million active Samsung Gaming TVs in the first quarter of 2021 to 5.4 million in the same period of 2022. This corresponds to an increase of 12 percent. In Germany, the number of active gaming TVs rose eight percent year-on-year between the first quarter of 2021 and the first quarter of 2022, to 1.45 million devices. Along with previous growth rates, the number of hours spent playing the game has also increased. In Germany, the number of hours played on Samsung Smart TVs increased by six percent compared to the previous year.
Looking at the consoles used within the Samsung universe shows that previous generation consoles such as PS4, Switch and Xbox One are still the most used devices. With 79 percent of all connected Samsung game consoles within the five EU countries, these still make up the largest share. However, next-gen consoles are catching up in significant ways. Compared to figures from neighboring countries, Germany occupies a leading position in this category. Next-gen consoles include PS5 and Xbox Series X and S.
Logically, gamers deal much more intensely with their Smart TV. The average time gamers spend in front of their smart TV screen is 45 percent more than non-gamers. A clear trend emerges. While gamers spend 51% more time in streaming environments than non-gamers, they spend 32% less time in linear environments than non-gamers listed. Expressed in hours, this means that gamers spend nearly twice as much time in broadcast environments as they do in linear TV environments. Together, streaming and gaming account for 75 percent of gamers’ total screen time on Samsung TVs in EU5 countries. This also shows that gamers are much more open to ad-supported streaming (AVOD) providers.
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